It Goes Beyond Product - Business Innovativeness and Consumer's New Values Adoption

Wangsa, Ignasius Heri Satrya and Sulastri, Sulastri and Arini, Diana Putri (2023) It Goes Beyond Product - Business Innovativeness and Consumer's New Values Adoption. In: Persidangan Kebangsaan Malaysia (PERKEM) ke-16 Tahun 2023, 4-6 Agustus 2023, Penang, Malaysia.

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Abstract

The concept of consumer behavior in today’s trend of competitiveness has been enriched by the study on consumer’s adaptation to new values. More specifically in this new era of digital technology business has been able to creatively promote values in which consumer’s loyalty is systematically developed. Business sells beyond product. Hierarchical regression and One-way Anova were employed to show the dynamic process of new values adoption. The respondents were Generation Z in Palembang – Indonesia. Within this scheme the process of new values adoption is conditioned by the innovative capacity of the business ie. innovativeness that attracts the market to learn newness. Consequently, consumer has become more advanced in his involvement to adapt with the innovativeness of the business. This conceptual research intends to rationalize the dynamic of consumer’s new values adoption within the frame of business innovativeness.

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